DF16 - Analytics

Steve Schultz, Head of Marketing Technology @ESRIRobert Yocum, Team Lead Marketing Automation and Systems @ESRIIsaac Payne, Senior Marketing Analyst @Salesforce Pardot

Got Analytics?Building a Data Framework to Drive Revenue

[email protected]@[email protected]

mailto:[email protected]



Steve Schultz

Head of Marketing Technology, ESRI

Robert Yocum

Team Lead, Marketing Automation and Systems

Isaac Payne

Senior Marketing Analyst, Salesforce Pardot

Forward-Looking StatementsStatement under the Private Securities Litigation Reform Act of 1995:

This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.

The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.

Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

What’s our Agenda?

Setting the StageBrief intro into the current context of B2B marketing analytics

Process, Technology and Business Goals Getting alignment across stakeholders, technology and marketing processes

KPIsWhat are we producing structured data for? What are we measuring?

Let’s consult the trail map!

1

2

3

1. Setting the StageAnalytics in the world of B2B marketing

Setting and Surpassing Goals

The Purpose of Marketing Analytics Drive informed business decisions

76% of companies who are advanced in their integration of technology, business goals and analytics report being “more likely to enjoy a favorable market position” to their competitors• Harvard Business Review,

Pardot study

1

2

3 Understanding and Enhancing Marketing Impact on Revenue

Improving and Planning Marketing Programs

Tidal Wave of Data

Forrester found that many companies are plagued by a “hodgepodge of disconnected tools”

Lack of cohesion around the role of marketing and the critical business metrics that should be tracked

Messy Technology Stack KPIs Alignment

According to a recent Forrester study, marketers on average deploy 9.4 unique channels

The Marketing Analytics Engine

Work across the company to align on goals

Build the schema for the right technology and processes

Track KPIs, Distribute Data and Iterate

The framework in action

1

2

3

2. The Data FrameworkDefining business outcomes and aligning technology

Capabilities Assessment

Marketing Management and Organizational Changes

• Evaluate Systems, Processes, and People• Discovered 87 point solutions• Disconnected, not well understood, and

underleveraged• Business Process Review and Modernization

Effort

2015

Capabilities Assessment

Capabilities 2015 2016 2017 2018Marketing AutomationLead ManagementList & Data ManagementCustomer InsightAnalyticsAsset ManagementWorkflow ManagementWeb CMSMarketing EnablementEvent ManagementPredictive & Social

Deliverable: technology stack and skillset

Get Management Alignment

From Assessment to Action

• Define Terms and Service Level Agreements• Define Reporting Goals – Understand Lead Funnel• Document Business Processes (Marketing Focused)

Technology doesn’t solve process1

Terms Service Level Agreements

Marketing Qualified Lead Contacted within 8 HoursSales Accepted Lead Follow up within 2 Days

Get Management Alignment

Update Processes


• Confirm if processes collect data necessary for reporting• Is Industry captured across the data points?• Are we properly recording Lead Source?

• Define necessary system updates to support data collection• Automate collection wherever possible

Technology doesn’t solve process1

2


• Develop solutions to ensure reportable data• Joint Object in Salesforce• Pardot Campaigns• Channel Definition mapped to Lead Source and Campaign

Types

Technology doesn’t solve processGet Management Alignment

Update Processes

Validate the Tech Stack

1

2

3

Lead

Contact

Joint Objec

t


• Change Management helps ensure User Adoption• Hired dedicated team member focused on change

management • Demo features in development to increase

understanding• Train users prior to, during, and after launch• Tie features and updates to job performance

measurements


Update Processes


Change Management

1

2

3

4


• Reporting generates answers, but also more questions• Be ready to iterate and repeat this process

• Create accountability between Marketing and Sales• Hold teams to SLAs, but be supportive so everyone wins

• Better reporting will reveal more gaps that need to be closed• It’s a game of whack-a-mole


Update Processes


Change Management

Monitor and Adjust

1

2

3

4

5

Building out a strategyThe Origins

Initially, no well-defined analytics strategyNo dedicated analyst or system architect

Aligning Business Objectives

Set the Business Goals Based on historical data (segments, close

rates, deal cycle times, regions, deal sizes, etc.) each team given goals for these 2 key metrics

Collaboration

Quality PipelineMarketing and inbound sales generates, qualifies and advances prospects through the sales cycle to create pipeline

RevenueMarketing works with three other units to drive this revenue

Revamp alignment across time periodsBusiness Planning Cycles

Year Reviews

Quarter Review

s

This is a fluid, responsive process and framework

Teams Involved Group Identity

Sales Strategy Analysts reporting to sales leadership, responsible for quota targets, pipe targets, revenue forecasting, etc.

Marketing Analytics

Analysts responsible for marketing budget planning, forecasting, database segmentation, etc.

Sales Leadership

Front-line sales managers, regional/vertical directors, and SVP of Sales

Marketing Leadership

Marketing managers, directors, and SVP of Marketing

The Technology Ecosystem Map pivotal questions to the technology

Lead and

Campaign

SourcesSEO/SEMWebsiteSocialBlogs

Events

MarketingCampai

gn

Qualified leads to

sales

NurtureScore Grade

Which campaigns are the most effective?Which channels are the most effective?How impactful are our automation programs?

3. KPIsWhat we’re tracking

KPIs

Adobe Analytics• Channel - Social• Medium - External• Source - Facebook

Pardot• Lead Source - Social• Source Campaign• SF Campaign Attribution

Salesforce• Lead Source - Social• Campaign Type - Social• Campaign History

Aligning various systems1 2 3

Traffic by Source

Goals Understand the Impact of Marketing

Traffic by Industry


Lead Funnel


Stage and Channel


KPIs

Business Intelligence• Cross-system data warehousing• Live reporting on metrics• Ability to explore data and create new

models

Future state

KPIs

Targeted Marketing• Recommendation engine• Dynamic, individualized web content• Finely-targeted ad buys backed by metrics

Future state

Performance Measurement Two primary varieties and an underlying principle

The Key Principle

Always tie tactical analytics back to strategic KPIs

Strategic Analytics Tactical Analytics

Definition Strategic analytics is about tracking your key performance indicators (KPIs).

Tactical analytics are data points and insight regarding your program level results.

Examples • Revenue• Pipeline• Marketing-Qualified Leads

• Email open rates, CTR• SEM impressions,

conversions.• Webinar registrations by

content, speakers, etc.• Funnel conversion metrics

• % leads to MQLs• % MQLs to SALs

KPIs Strategic analytics

Responses

Leads Created

MQL

SAL

Opportunity

De-duplicated form completes

Raw lead records created

Leads qualified by marketing and ready for sales

Lead records that have been accepted and worked by sales

A net new selling opportunity converted from a leadNew Business

A new customer acquired from the opportunity

%

Tactical Data

Used to gain insight into different channel performance

Knowledge of these data enables team members to improve their output

Tactical funnel metrics are applied to target setting and forecasting

Slice, Dice, and Improve

Analytics in Action Forecasting Scenario

The Scenario

Halfway through the month, and your CMO asks you: Will we hit our revenue goal this month?

All budget is already allocated, so simply spending more is not possible

Examine your current dataEvaluate the KPIs

Evaluation Stage

How much revenue has already closed?

What’s in the pipeline?

How many leads are currently being worked?

What are the planned marketing programs?

Diagnosing Combining analytics

Responses

Leads

MQL

SAL

Opportunity

New Business

50%

10k

5k

2k40%

80%

1.6k80%

1.3k

65050%

Current analysis shows we need 100 more deals than forecasted

More Leads

Increase % of leads becoming MQLs

Increase % of MQLs becoming SALs

Analytics in Action Prognosis

Shifts in paid programs?

A/B Testing

Optimize landing pages?

Shift Keyword Investments Replicate Effective Nurtures

Increase Nurtures?

AlignmentTechnology and

Process KPIs and Iteration

Thank Y u

DF16 - Analytics

Documents